The Natural Diamond Council's latest global consumer campaign now has backing from India's Gem Jewellery Export Promotion Council (GJEPC).
Thank You, By the Way was launched in August, in partnership with the Responsible Jewellery Council (RJC) to highlight the sustainable benefits of mined gems.
It focuses on their socioeconomic and community benefits, and carries tag lines such as: "Your natural diamond helps provide access to healthcare for more than 4 million people" and "Your natural diamond helps provide access to education for children around the world, including over half a million children in rural communities."
Coin Shah, GJEPC chairman, said: "In order to achieve long-term sustainability in our industry, we need to adapt a 360-degree approach.
"The association with the Natural Diamond Council does just that, by highlighting the contributions made and recognising the vital role of the trade in bringing the community together, touching lives and making a real difference."